How to Set Up a Remarketing Campaign

How to Set Up a Remarketing Campaign
June 6, 2019 MadMarTech

Remarketing campaigns are very efficient to turn your potential customers to actual buyers. These are the users who expressed interest in your site, navigated through few pages or even added a product to their cart. Among all the available audiences in Google display ads, remarketing and similar audiences are bid the highest due to their high conversion rate.

Google is monitoring all the interactions of the user on your site based on the tag set up you have done. Using this data, advertisers build a comprehensive list of users which can be used for multiple remarketing campaigns. Let us now walk through how to create these campaigns step by step

How to Create a Remarketing Campaign?

Linking Google Ads/Analytics to build Audiences

This is the first step of setting up a remarketing campaign. Using this initiative, Google can start collecting data from your site to build audiences. These audiences can be added to the remarketing list once you start your remarketing campaign. You can accomplish this using 2 ways:

  • Google Ads linking
    Google Analytics linking

We recommend using Google Analytics linking as it is good to have everything synced in one place. Navigate to Admin section> product linking>Google Ads linking> Choose the account and click on link accounts.


linking for remarketing campaigns


Creating a Remarketing List

Based on the user interactions on site, you can create many remarketing lists that you could use for different campaigns. To set up a remarketing list, navigate to audience manager from the “Tools” section in the menu.

Click on “+” sign to create any one of the following:

  1. Website Visitors
  2. App Users
  3. Youtube Users
  4. Customer List
  5. Custom Combination

Let us get started

Remarketing List Using Website Visitors

This creates an audience based on the users who visited your site. The audience is created based on the action taken by the users on your site. Once you click on the “+” and choose website visitors, fill in each section precisely.

Audience Name

Audience name needs to be precise and indicative. Use the following naming template to have a unified process.

Audience type-List Type-Targeted page or Product.

Abiding by the above template, we will name this audience as “Remarketing-Visits-Suits”.

List Members

Using this criterion you could only add the users to the list who performed a particular action. On Google Display Ads, the below options are available:

  1. Visitors of a Page
  2. Visitors of a Page who also visited another page
  3. Visitors of a Page who did not visit another page
  4. Visitors of a Page during specific dates
  5. Visitors of a Page with specific tags

Let us consider that your client Sam would like to promote tie to the customers who bought a suit or blazers.

How would you do that? Discover in the coming section.

Visited Page

Once you understand the URL structure of the “Thank You” page i.e when the transaction has been made you will add that into the rule section. As we would like to build a list to target buyers of either blazers or suit, we will be using “Match any rule”.

Membership Duration

Membership duration indicates the amount of time you want the users to be part of this audience list that you have created. We need to add maximum users to the list. Thus by limiting it to 30 days will not help us expand the user list. We will add 180 days as the list duration as 540 days would be irrelevant even though it is feasible.


This is the time when you add cardinal info about the audience. It is good practice and helps you be organized.

Once you have filled in all the above details your remarketing list for website users will be ready.


Creating remarketing list for web visits



Remarketing List Using App Users

The remarketing list can be created for the users of your app. The advertisers need to create one list for each platform: iOS and Android. Let us now walk through how to create a remarketing list for your Sam’s tie remarketing campaign for the suits/blazers customers.

Audience Name

Using the naming template, we will name this as “Remarketing-AppUsers-SuitBuyers-BlazerBuyers-iOS”

List Members

Here is your chance to set a criterion to filter the users. For app visits the following options are available:

  1. All Users of your app
  2. Used your app recently or haven’t used them in a while
  3. Used specified versions of your app
  4. Took specific actions within your app.

We will use “Took specific actions within your app” as we would like to target only the users who have converted/purchased the desired product.

However, note that in order to use this option, you need to enable remarketing within your app.

Like the previous list, we will use 180 days as membership duration. Once you fill in all the details, this is how your interface would look.


Remarketing List Using app visits



Creating a Youtube Remarketing List

Advertisers can create a Youtube remarketing list based on the user’s interactions with your Youtube channel or a video. Sam’s Youtube channel has a bunch of youtube videos on ties, we will choose the most relevant one to the campaign: “Best tie to Buy”. Let us see how to create a Youtube remarketing list using this strategy.

Audience Name

To keep it relevant to the audience we are creating, let us name the audience as “Remarketing-Youtube-CetainVideo-TietoBuy”

List Members

Here is the list of available actions from the users you could choose from as an advertiser:

  1. Viewed any video from a channel
  2. Viewed certain videos
  3. Viewed any video as an ad from the channel
  4. Viewed certain videos as ads
  5. Subscribed to a channel
  6. Visited a channel page
  7. Liked any video from a channel
  8. Added any video from a channel to a playlist
  9. Commented on any video from a channel
  10. Shared any video from the channel

For our case, the ideal option would be “Viewed certain videos”

Once the window opens up, enter the URL of the Youtube video and add it. Rest of the parameters remains the same.


Youtube Remarketing List


Remarketing List Using Customer List

You could create a remarketing list by uploading a list of customers. However, this option is not available for all advertisers. To become eligible for this, the advertisers need to spend 50.000 USD and need to comply with Google policy. For more details on this click here.

Remarketing Campaign Settings

Now that our major part of the work is done after creating a remarketing list, let us move on to setting up the campaign.

Just like a regular display campaign, click “+” to add the campaign

As we would like the users to buy the tie, let us choose “sales” as the marketing objective and target users on the Google Display Network

Here is the snapshot of Step 1

Remarketing campaign objective settings

Click continue to move to the campaign settings interface. Input a relevant campaign name and choose the right locations and languages for your campaign. For more detailed info on how to set up a display campaign, refer this post.

We will be testing Target ROAS bidding strategy as it is an eCommerce campaign. If you would like to know why and more info on other available bidding strategy check out this post. 

Once the budget is set for the campaign, your campaign settings are done.

Here is a snapshot of the campaign settings:

Campaign settings for remarketing campaign



Setting Up Remarketing Ad Group

Choose an appropriate Ad Group name and select the remarketing lists from the “remarketing and similar” audience section.  Insert the budget for the ad group and upload the right ads for your remarketing campaign.


remarketing campaign ad group settings

Now moving to the final part, ad section. You could either upload ads or use responsive display ads to create ads for this campaign. Refer to this post to explore how to implement responsive display ads.